Trends 2020: Gear up for explosion in OTT, life without cookies - Mohit Joshi

The year 2019 saw several important developments in the media and entertainment industry. Speaking to Adgully on some of the key developments that took place in 2019, Mohit Joshi, Managing Director – India, Havas Media Group, highlighted the following: 

• TikTok became an important influencer platform
• WhatsApp business was launched
• OTT local content exploded

According to him, there are two big changes anticipated in 2020. “OTTs will see further explosion in content and numbers. We will have to live without cookies, given Google Chrome’s decision,” he added. 

This apart, with the Personal Data Protection Bill 2019 being analysed by a Joint Select Committee, the industry could see some action in this space. 

Joshi expects the overall AdEx growth to be around 10-11 per cent. Digital, however, will grow at a higher rate of 25-30 per cent. 

Speaking on consumer behaviour, Joshi observed, “The consumer has evolved over time. He/she is more tech savvy and a lot of decisions are happening online. Having said that, given India’s complexities, e-commerce brands are also going behind brick and mortar set-ups.” 

“All in all, the consumer today has become far more aware and hence, the purchase decision journey has become far more complex than the good old days of AIDA,” he concluded.